A leading wine industry consultant in China says there is huge potential for New Zealand wine companies to sell their products in Hong Kong.

Simon Tam told a Cabernet Merlot forum in Hastings that companies wanting to break into Asia, should focus on Hong Kong which is a premium wine market, rather than try to sell in mainland China.

He says since Government taxes on imported wine were lifted in early 2008, consumer demand for wine in Hong Kong has rocketed.

Mr Tam says New Zealand sauvignon blanc is the largest wine category in China and Hong Kong.

When he first started in the wine business 20 years ago, he says expatriates in Hong Kong drank 99% of the wine and locals 1%.

But Mr Tam says today it's the complete reverse.